Preview

Global Marketing : a Decision-Oriented Approach 4th Ed. Svend Hollensen.

Satisfactory Essays
Open Document
Open Document
2298 Words
Grammar
Grammar
Plagiarism
Plagiarism
Writing
Writing
Score
Score
Global Marketing : a Decision-Oriented Approach 4th Ed. Svend Hollensen.
•Jump to Navigation
•Jump to Content
•Jump to Search results DawsonsERA
Quick Search
Help LogoutSkip Navigation HomeeBook CatalogueAdvanced SearchMy FavouritesHome > Search Results > Full Title Display - >

Global marketing : a decision-oriented approach 4th ed. Svend Hollensen.

Pages: 753
Publisher: Pearson Education
Publication date: 26 Apr 2007
Search score: 36.20 eISBN-13: 9781408212011 eISBN-10: 1408212013
Print ISBNs:
PB: 9780273706786, 0273706780
Description:
Drawing on an incomparable breadth of international examples, Svend Hollensen not only demonstrates how global marketing works, but also how it relates to real decisions around the world. Extensive coverage of hot topics such as blue ocean strategy; celebrity branding; brand piracy; and viral marketing. *Brand new case studies focus on globally recognised brands and companies operating in a number of countries, including IKEA, Philips, Nokia, Guinness and Cereal Partners Worldwide. *All new video cases accompany every chapter and are available at www.pearsoned.co.uk/hollensen, featuring such firms as Nike, Starbucks, BMW, Ford and McDonalds.
BIC Classification: KM
Dewey Decimal Classification: 658.84
Library of Congress Classification: HF1416

View related titles

View this title in your Library Catalogue

5 Min PreviewRemove Favourite

Table of Contents

Skip table of contentsContents
Preface to the fourth edition
Guided tour
Acknowledgements
Publisher's acknowledgements
Abbreviations
About the author
Part I The decision whether to internationalize
1 Global marketing in the firm
Learning objectives
1. Introduction
1.2 Development of the ‘global marketing’ concept
1.3 Comparison of the global marketing and management style of SMEs and LSEs
1.4 Forces for ‘global integration’ and ‘market responsiveness’
1.5 The value chain as a framework for identifying international competitive advantage
1.6 Value shop and the ‘service value chain’
1.7 Information business


References: Part V Case studies V.1 Femilet: A SME is seeking a foothold in the European lingerie market V.2 Sony BMG: New worldwide organizational structure and the marketing, planning and budgeting of Dido 's new album V.3 Philips Shavers: Maintaining shaving leadership in the world market V.4 Vipp AS: A SME uses global branding to break into the international waste bin business Index
Continue Reading
View Writing Issues

You May Also Find These Documents Helpful

  • Powerful Essays

    An International Marketing Report for Original Source
    • 6650 Words
    • 27 Pages

    An International Marketing Report for Original Source

    AppendicesAppendix A: Why choose Eastern AustraliaAppendix B: Population Structure of Australia 1989 and 2009Appendix C: Percentage Profits within the UK Personal Healthcare MarketAppendix D: Brand Attitudes Towards Original SourceAppendix E: Existing Original Source Products…

    • 6650 Words
    • 27 Pages
    Powerful Essays
    Read More
  • Powerful Essays

    Industry Analysis Book Publishing in United States
    • 7093 Words
    • 29 Pages

    Industry Analysis Book Publishing in United States

    Bibliography: 1. Hollensen, S., Global marketing: A decision-oriented approach, 5th edition, Pearson Education Limited, Italy, 2011, ISBN 978-0-273-72622-7.…

    • 7093 Words
    • 29 Pages
    Powerful Essays
    Read More
  • Powerful Essays

    Marketing 500
    • 1283 Words
    • 6 Pages

    Marketing 500

    • Keegan, W. J. & Green, M. C. (2008). Global Marketing (5th ed.). Upper Saddle River, NJ: Prentice Hall/Pearson…

    • 1283 Words
    • 6 Pages
    Powerful Essays
    Read More
  • Powerful Essays

    International Business-Coca Cola
    • 2500 Words
    • 10 Pages

    International Business-Coca Cola

    This scope of this essay is to discuss the international marketing mix of Coca Cola, which is one of the biggest brands in the world. The debate between the global standardization and local adaptation of the marketing mix has been going on for more than four decades without a resolution (Agrawal, 1995) and globalization trends starting in the early 1980’s has further fueled the debate (Jeong, 2000). This has led the global companies to make the critical trade-off decision between economies of scale resulting from standardization and the cultural prerequisite of local adaptation. This essay looks at how one of the most successful brands, Coca Cola manages their marketing mix in a global context to get an insight into this debate.…

    • 2500 Words
    • 10 Pages
    Powerful Essays
    Read More
  • Good Essays

    Bbb Nndlbjlabflba
    • 5234 Words
    • 21 Pages

    Bbb Nndlbjlabflba

    Journals Kilne, S and Botterill, J (2007), “From McLibel to McLettuce: childhood, spin and rebranding”, Society and Business Review, Vol. 2, No. 1 Shona Kerfoot, Barry Davies, Philippa Ward (2003) "Visual merchandising and the creation of discernible retail brands", International Journal of Retail & Distribution Management, Vol. 31 Issue: 3, pp.143 - 152 Text books Brown, A and Harwood, S (2010), “International Business: Globalisation and Trade”. Pearson Custom Publications Muhlbacher, Dahringer and Leihs (1999) “International Marketing”. London: Thomson Business Press. Pg: 1-201…

    • 5234 Words
    • 21 Pages
    Good Essays
    Read More
  • Satisfactory Essays

    Market
    • 3842 Words
    • 16 Pages

    Market

    Chapter 10 – Product and Brand Decisions 1. Generally speaking, which of the following statements is true concerning product attributes: a. Tangible product attributes are more important than intangible ones. b. Intangible product attributes are more important than tangible ones. c. Both tangible and intangible product attributes are important. d. Neither tangible nor intangible product attributes are important. Advertising, company name, news stories, and promotion activities are a few of the elements that contribute to a company’s: a. logo development b. brand equity c. brand image d. cobranding effort It has been said that, if terrorists succeeded in destroying every Coca-Cola production facility on the planet, company executives could approach virtually any bank and borrow the billions necessary to rebuild the company. This is a reflection of which concept: a. brand equity cobranding b. c. brand image d. brand extension e. brand loyalty ____________ represents the cumulative added value of a company’s investment in the marketing of a brand over time. a. Brand extensions b. Cobranding Brand image c. d. Brand equity e. Brand loyalty The Nike swoosh, McDonald’s golden arches, and Apple’s rainbow apple are all examples of: a. non-word marks b. brand extensions c. brand symbols global brands d. e. both a and c British entrepreneur Richard Branson has built a global business empire by: a. relying on brand extension b. being the first to use smart cards in major markets c. developing local brands d. avoiding consumer businesses with established leaders Maslow’s hierarchy is applicable to global marketing because it can help explain…

    • 3842 Words
    • 16 Pages
    Satisfactory Essays
    Read More
  • Good Essays

    Holden
    • 5066 Words
    • 21 Pages

    Holden

    References: Allan, M., (2004). Why brand places? Opinion No 64, www.beyond–branding.com/agenda. Anholt, S., (1999). Branding the developing world. Impact, the IFC magazine. Fall issue Anholt, S. (2002). Foreword: Journal of Brand Management. Vol.9, 4-5, Anholt, S. (2003). Brand New Justice: the Upside of Global Branding. Butterworth- Heinemann. Anholt, S. (2003). Branding places and nations. In R.Clifton & J.Simmons (Eds): Brand and Branding. The Economist in Association with Profile Books, London. Brymer, C. (2003) Branding a country www.brandchannel.com Café de Colombia. www.juanvadez.com Clifton R., (2003) Introduction. In R. Clifton & J. Simmons (Eds):Brand and Branding. The Economis in Association with Profile Books, London de Vicente J., (2004).State Branding in the 21st Century. Master’s Thesis. The Fletcher School. Delorie, J. (2004). Moulding our National Identity. www.msk.com. Frost, R. (2004). Mapping a country’s future. www.brand.channel.com Kapferer, J.N. (2004). The New Strategic Brand Management. London. Kogan Page. Mihalache, S. & Vukman P. (2005). Composition with country and corporate Brands, Master’s Thesis in Business submitted to Linkoping University. Nworah, U., (2005). www.brandchannel.com/papers Olins, W. (2001). The image of Spain. www.earthspeaks.com Olins, W. (2002). Branding the Nation: The historical context. The Journal of Brand Management 4 .vol.9.4-5…

    • 5066 Words
    • 21 Pages
    Good Essays
    Read More
  • Best Essays

    Olympics vs. World Cup - a Marketing Perpsective
    • 3475 Words
    • 14 Pages

    Olympics vs. World Cup - a Marketing Perpsective

    The main purpose of this paper is to examine the concepts of ambush marketing, buzz marketing and how companies can transition from regional to global brands. These three marketing approaches will be analyzed from the viewpoint of both the World Cup and Olympics. From this analysis, this paper will determine if these approaches are effective, which ones have the most risk, and how this risk can be managed. Finally, it will look at implications and conclusions for international marketers who want to get involved in the World Cup or the Olympics.…

    • 3475 Words
    • 14 Pages
    Best Essays
    Read More
  • Powerful Essays

    Mcdonalds Animal Rights
    • 4876 Words
    • 20 Pages

    Mcdonalds Animal Rights

    There are as many brands in the world as there are stars in the sky. They’re innumerable. However, no matter how many they are, there are those stars that shine the most. This is also the case for the brands in the world. Only a few are able to stand in the international arena. Some try to venture into the world market. However, those brand either don’t last long or they’re devoured by the competition. It is never easy to go international. The world’s top brands were started by normal people with extraordinary determination. And if you don’t have the kind of…

    • 4876 Words
    • 20 Pages
    Powerful Essays
    Read More
  • Satisfactory Essays

    Design and Critically Analyse International Marketing Strategy for a Company / Brand of Your Choice
    • 428 Words
    • 2 Pages

    Design and Critically Analyse International Marketing Strategy for a Company / Brand of Your Choice

    Coursework Title: Design and critically analyse international marketing strategy for a company/ brand of your choice. [5,000 word count]…

    • 428 Words
    • 2 Pages
    Satisfactory Essays
    Read More
  • Powerful Essays

    Mba, Managing Markets - Boots Plc
    • 4113 Words
    • 17 Pages

    Mba, Managing Markets - Boots Plc

    The aim of this paper is to provide a detailed and critical analysis of the market and industry factors that Boots would have considered regarding their strategy to expand into the Far-East and in particular Japan, contrasting this against other companies that have gained a foothold in their chosen market foray and developed their international business strategy and are seen as world leaders in their field.…

    • 4113 Words
    • 17 Pages
    Powerful Essays
    Read More
  • Best Essays

    Globalisation of Google
    • 4209 Words
    • 17 Pages

    Globalisation of Google

    Rugman, A., 2001. VIEWPOINT: The myth of global strategy. International Marketing Review, 18 (6) pp. 583-588.…

    • 4209 Words
    • 17 Pages
    Best Essays
    Read More
  • Better Essays

    Corporate Branding and Globalization
    • 1364 Words
    • 6 Pages

    Corporate Branding and Globalization

    Globalization can be said to be an increasing pattern of worldwide interconnectivity that has led to a large number of contrasting perceptions emanating from cultural differences. With increasing globalization, the world appears to have become a much smaller place, resulting in the amalgamation of cultures as well as greater sensitivity towards cultural differences. There are varied kinds of differences relative to minority rights, religious movements and gender and identity politics. However, the global marketplace is characterized with an unending battle for competitive advantage, which has created the need for global organizations to constantly keep finding new ways of attaining and sustaining their advantages in such a competitive environment. The main thrust behind such abilities is efficient corporate branding because by their very nature, brands have the potential to classify differentiation in pertinent and convincing ways. This ability has played a major role in distinguishing global brands such as Coca Cola, Dell and Unilever. This paper reflects on the role played by corporate branding in contemporary forms of globalization.…

    • 1364 Words
    • 6 Pages
    Better Essays
    Read More
  • Powerful Essays

    Impact of globalisation on marketing strategies
    • 988 Words
    • 4 Pages

    Impact of globalisation on marketing strategies

    The global marketing strategy has been significantly impacted by globalisation. The integration of the worlds economy and the breaking down of trade barriers has made it possible for businesses to market their products globally. It opens up a broader market of people with the disposable income to purchase goods and services. When entering an overseas market, a business may need to modify their existing marketing strategy to satisfy the needs and wants of overseas consumers. For example, a business may adopt a customised approach which requires the marketing plan to be customised according to the economic, political and socio-cultural characteristics of the target country. McDonalds is an example of a business which has successfully achieved this. Despite its standardised name, logo and production methods, there are local variations. For example, McDonalds sell beer in France…

    • 988 Words
    • 4 Pages
    Powerful Essays
    Read More
  • Good Essays

    The Global Brand Face Off
    • 902 Words
    • 3 Pages

    The Global Brand Face Off

    With a value of $1.1 billion Espoir Cosmetics belongs to the best known cosmetic companies in the world. Natasha Singh, the executive vice president and global marketing officer proposes to associate Espoir’s new summer line with the launch of Supreme Studio’s second Diana’s She Devils movie. Espoir’s chairman and CEO, Ed Johnson, is not sure if this would be a good approach since a global brand strategy has not been used so far and consequences are not known for sure. Some companies that have introduced global branding strategies succeeded and came ot strengthened but on the other hand many have failed. In order to understand the challenges as well as the opportunities of a global branding strategy, advantages as well as disadvantages are presented in the following text.…

    • 902 Words
    • 3 Pages
    Good Essays
    Read More

Related Topics